In the cacophony of modern advertising, the line between genuine promotion and deceptive tactics often blurs, leaving consumers perplexed and sometimes outraged. Poonam Pandey’s recent fake death reports, intended to raise awareness about cervical cancer, thrust the issue of deceptive advertising into the limelight.
However, Poonam Pandey’s stunt is just one example of a broader trend prevalent in India’s marketing landscape. From Bollywood celebrities to major brands, fake advertising tactics have been employed to grab attention, often resulting in backlash and disillusionment among consumers.
Ola’s Tone-Deaf Push Notification on International Women’s Day
Ola’s ill-conceived push notification on International Women’s Day, featuring a message about ‘”8 missed calls from mom” followed by a promotional offer to purchase vegetables and fruits at discounted rates from Ola Dash, sparked widespread criticism. The attempt to leverage familial guilt for marketing purposes not only missed the mark but also drew ire for its insensitivity and manipulation of emotions.
SonyLIV’s Terrifying Promotion for ‘Undekhi’
SonyLIV’s promotion for the show ‘Undekhi’ in 2020 (at the peak of COVID-19 and Lockdown) involved making unsolicited phone calls to unsuspecting individuals, leaving them frightened and distressed. The use of scare tactics to generate buzz around the series not only backfired but also raised ethical concerns about the boundaries of acceptable advertising practices.
Ranbir Kapoor’s Scripted Phone-Smashing Incident for Oppo India
A video surfaced showing Ranbir Kapoor purportedly smashing a fan’s phone after posing for a selfie, only to reveal later that it was part of an advertisement campaign for Oppo India. The staged incident aimed to create viral buzz but instead raised questions about authenticity and the ethical implications of manufactured publicity stunts.
Nora Fatehi’s Deepfake Controversy with Lulumelon
Nora Fatehi found herself embroiled in controversy when a brand used a deepfake video of her to promote an end-of-season sale. The deceptive use of her likeness without consent raised significant privacy concerns and underscored the ethical implications of emerging technologies in advertising. However, this HDFC campaign was a successful one as it ended up creating a disruptive awareness about “Deep Fake” videos using AI.
Dulquer Salman’s Sleeplessness Stunt for Mobile Ad
Dulquer Salman’s Instagram post about experiencing prolonged sleeplessness turned out to be a scripted stunt for a mobile phone advertisement. The misleading nature of the post, which spoke about the sleepless nights of Dulquer was later, deleted by the actor facing controversy. The subsequent revelation highlighted the deceptive tactics employed by brands to generate buzz and engagement.
While Poonam Pandey’s fake death reports serve as a recent example of deceptive advertising, they are merely symptomatic of a broader trend prevalent in India’s marketing landscape. From tone-deaf push notifications to scripted publicity stunts, fake advertising tactics have been used by both celebrities and brands to grab attention, often at the expense of consumer trust and authenticity.
As consumers become increasingly discerning, it is imperative for advertisers to prioritize transparency and honesty in their campaigns to foster genuine connections with their audience.